Global vs local SEO for insurance agents: Which strategy?

These days, most people search for an insurance provider on their smartphone. And of those, a huge 60% don’t bother clicking beyond search engine results and contact the most appealing insurance agent they find there. Insurance agents are unlikely to claim their share of this traffic with a generic approach to SEO. Global SEO brings in traffic for a wide area and ignores the high-converting locals you should be targeting. But a good local SEO strategy can transform an insurance agent into the most popular choice in the area.

However, it’s not a straight path to the top of Google’s coveted Local Pack. It takes a keen understanding of what sets local SEO for insurance agents apart from a global strategy for insurance agents. Let’s unpack global and local SEO-focused approaches, as well as the best ways to attract more customers through search.

Why global SEO and local SEO for insurance agents are different

Large insurance corporations invest heavily to attract customers with short-tail keywords via SEM and SEO. “Insurance” is a competitive keyword, so it costs serious effort and money for every lead Google and other search engines provide. But smaller insurance agents that serve their communities can target long-tail keywords like “motorcycle insurance in Maine.” This targeted approach is especially effective for reaching potential customers using mobile devices to find local insurance services.

Google Local Pack results for insurance agents

Local SEO has the additional advantage of platforms like Google Business Profile (GBP). With GBP, your business’s essential information is visible to users without them having to click through to your website. Not only that, but potential customers will quickly be able to see reviews that will help convert them quicker.

The challenges of local SEO for insurance agents

As stated before, insurance agents face stiff competition from bigger insurance companies that have larger and national-centric marketing budgets. But a well-crafted local SEO strategy helps level the playing field, allowing smaller agencies to stand out. Another significant challenge for local-centric agencies is maintaining a consistently high ranking in local search results despite ever-changing search engine algorithms. Staying informed of these changes and adapting strategies accordingly requires continuous effort and SEO savvy. Local agents also face the difficulty of maintaining accurate listings across various online directories. Errors in business names, addresses, or phone numbers (known as NAP data) can confuse potential clients and search engines.

Business listings for an insurance agent that will negatively impact their local SEO

Building a positive online reputation can be challenging, especially for new insurance agents. If operations aren’t running smoothly yet, you’ll likely attract a few negative reviews to let you know. To get back on track, you’ll need to work hard to solve the problems and drown out the old one-star reviews with fresh positive ones. Fortunately, local SEO tools make life a lot easier for insurance agents to climb the rankings. Listing management, review monitoring, and position tracking tools empower insurance agents to take on global competitors with lower budgets.

Protecting your insurance agency’s local SEO presence

In the insurance industry, carving out a local niche requires more than traditional marketing tactics. Just as well-built, insured homes weather storms, strong local SEO strategies protect insurance agents from turbulent search algorithms. Start by understanding your target audience. Your local marketing efforts should resonate with the specific needs and preferences of your community. This takes into account their concerns, insurance preferences, and how they like to interact. Tailoring your message to address these points strengthens the relationship between your agency and potential customers. Next, conduct keyword research as diligently as an actuary assessing liabilities and risk. Using local keywords in your content marketing strategy will help you answer specific questions your community is asking. This might involve writing blog posts that address common insurance concerns. High-quality content shows you're not just selling insurance, you’re a true authority on the matter.

Insurance companies often overlook the power of business listings. But these citations are signposts that direct traffic to both your virtual and physical door. A comprehensive local SEO strategy includes claiming and optimizing these listings across the web. This ensures your agency's details are consistent and accurate, an essential trust signal for both Google and potential clients.

An insurance agent’s NAP data as it appears on a Google SERP 

Encourage reviews from satisfied clients to serve as a testament to your service's quality. Respond to these reviews with gratitude, showing prospective clients that you value feedback and prioritize customer service. If you receive a negative review, reply to that too, and do what you can to resolve the complaint.

 Reviews for an insurance agent

More users now search for services on mobile devices, expecting quick and relevant results. Ensure your website is mobile-friendly, with fast loading times and easy navigation. This enhances the user experience, making it more likely potential clients will contact you. Participating in local events can also boost your local SEO by generating online mentions and links. Local links are like mini votes of confidence from websites in your area that help Google determine how to rank you. Overall, digital marketing through the lens of local SEO allows for a more personalized connection with your target audience. This approach not only boosts your visibility but also fosters trust and credibility among potential customers.

Key local SEO performance indicators for insurance agents

Local SEO is an ongoing process, much like managing an insurance portfolio. It requires regular review and adjustment to remain visible and attractive to potential customers. These key performance indicators (KPIs) will help you work out whether your local SEO efforts are paying off.

Semrush’s Map Rank Tracker tool

The heart of local SEO success for an insurance agent is visibility in search results. Tracking changes in your rankings for targeted local keywords helps gauge the effectiveness of your strategy. Improvement in rankings often precedes an increase in web traffic and, ultimately, more inquiries from potential clients. Try Semrush’s Map Rank Tracker for accurate local position tracking (available separately or as part of Semrush Local).

Website traffic from local searches

Analyzing traffic that comes from local search queries provides insights into how well your content matches search intent. A surge in local traffic indicates your content resonates with the community's needs. Use Google Analytics and Google Search Console to check your content is hitting the right notes with your audience.

Conversion rates from local visitors

Traffic alone doesn’t pay the bills; the true test of SEO success is the conversion rate. Monitoring the number of quote requests and inquiries highlights the effectiveness of your local SEO in driving meaningful engagement. Set up conversion tracking for free in Google Analytics. 

Google Business Profile insights

Google Business Profile insights in Semrush 

Your Google Business Profile (GBP) is a cornerstone of your local SEO strategy. Views, clicks, and calls offer a direct window into how local prospects interact with your agency online. Check the Performance tab in your GBP dashboard, or use the more advanced GBP insights available from Semrush. 

Review quantity and quality

Review insights in Semrush

Customer reviews significantly influence local SEO and client trust. Tracking the number of reviews can indicate public perception and its impact on your local search visibility. Semrush’s Review Management gives you a clear overview of your review status across multiple platforms and directories.

Local backlink profile growth

The quantity and quality of local backlinks are strong indicators of your website's authority in local search. Monitoring new backlinks can also help you understand how well you're integrating into the local business ecosystem. Check new local backlinks in Semrush and order them by authority score to see which are the most valuable.

Engagement metrics on local content

Google Analytics tracks engagement with local content, measured through metrics like page views, time on page, and bounce rate. Delving into this data will help you determine if your content strategy aligns with local interests and questions.

Mobile usability reports

With the dominance of mobile searches, ensuring your site is mobile-friendly is critical. Google Search Console’s mobile usability reports help you identify and fix issues that might deter mobile users.